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Danyel Porato

Marketing, Digital & Business Tranformation

About Me

After more than a decade building a career that connects brand, media and business, I recently left Onlifarma and am now looking for a new project where this accumulated experience can be put to good use and where I can feel genuinely challenged. My foundation was built in brand and product management, as a Product Manager and Brand Manager: I owned P&L, pricing and promotional plans, created and executed campaigns, including local TV and digital shoots, and led brand and product launches end to end. I also learned to prepare and run strategic and operational meetings with clients, to read market data (Nielsen panels, among others) to inform decisions, and to coordinate closely with logistics, operations, commercial, trade marketing and sales, always within the demands and alignment expected of a multinational like L'Oréal and its parent company. From that foundation, I moved into managing agencies and external partners as strategic extensions of the team: from the relationship with creative and media agencies, through to running agency pitch processes and negotiating annual retainers above €500K as Media Director. This progression has left me equally comfortable managing long-term relationships and leading competitive selection and renegotiation processes. I also bring real depth in digital and commercial execution: I led the digital transformation of brands such as L'Oréal Paris and Garnier, and later the group's full portfolio, and later still, at Onlifarma, applied that same approach to an e-commerce and sales-driven performance marketing context, always with measurable results and direct accountability for the numbers. Reporting at board level and coordinating multiple stakeholders within a CMO team has, over time, become a natural skill. Across these phases, I led teams in every area I worked in, including brand, digital, media and commercial/purchasing, not just in more recent years or only agency teams; I enjoy helping develop talent and sharing experience with the people I work with. I'm also comfortable managing businesses and budgets at any scale: from the first euro of a brand being built up to initiatives with media budgets worth several million euros. Scale was never what defined me, but the ability to deliver results. Beyond the technical experience, I approach every business as if it were my own, with a strong sense of ownership for results. I'm good-humoured and enjoy building relationships of trust that inspire and challenge teams to do better. I'm also highly adaptable: I'm just as comfortable leading a team as working individually across several areas at once. I'm not driven by titles or hierarchy, but by challenges that let me bring real value, whatever the context. It's that combination of technical depth, management capability and the way I show up that I'm looking to keep applying in my next role. I'd welcome the opportunity to speak further.

Jurisdiction

Region: Europe

Experience

Seniority LevelDirector
Years of Experience15-20 years
Current StatusActive
From Product Manager to Media & Inovation DirectorL'Oréal
2010 - 2021

Media, Services & Innovation Director L'Oréal Portugal, Lisboa | Jan 2019 - May 2021 Executive leadership of media strategy for Portugal; led full media strategy and budget allocation (>€10M). Led agency pitch and created a dedicated agency structure (Studio M) within GroupM. Negotiated annual creative agency retainers exceeding €500K. Achieved a 12% reduction in cost-per-GRP and an average cost-per-contact of ~€0.02. Member of the Portuguese Board of Directors; led AR/VR (ModiFace) roll-out across e-retail. CPD (FMCG) Digital Manager L'Oréal Portugal, Lisboa | Oct 2016 - Dec 2018 Digital strategy lead for Consumer Products Division; digital budget ownership. Directed internal teams and agencies in the use of DV360, MOAT, Meta Business Manager and Google Ads. Retail digital enablement and content production; performance reporting and optimization. Haircolor Marketing Manager L'Oréal Portugal, Lisboa | Sept 2015 - Oct 2016 Led the Haircolor category for Garnier and L'Oréal Paris in the mass market channel. Managed product portfolio, launches and lifecycle strategy. Owned category budget, P&L and demand forecasting. Group Manager, Garnier L'Oréal Portugal, Lisboa | Jan 2015 - Sept 2015 Managed the Garnier portfolio (brand revenue >€20M) across Face, Body, Hygiene, Sun, Styling and Haircolor. Led brand budget, forecasting and P&L performance. Senior Product Manager, Biotherm L'Oréal Portugal, Lisboa | Mar 2013 - Dec 2014 Managed the Biotherm brand portfolio and P&L across Face, Body, Hygiene, Sun and Men categories. Product Manager, YSL Fragrances & Biotherm Homme L'Oréal Portugal, Lisboa | May 2010 - Mar 2013 Brand management across Men's and Fragrance categories; led product launches in selective distribution.

Marketing, Sales & Transformation DirectorOnlifarma
2021 - 2026

Digital Marketing Director Onlifarma - Health & Beauty, Aveiro | Jan 2026 - Present Lead overall digital marketing strategy across performance, CRM, content and e-commerce growth. Drive customer acquisition, retention and revenue acceleration. Manage digital teams and external partners. Optimize media investment and full-funnel performance. Marketing, Sales & Transformation Director Onlifarma - Health & Beauty, Aveiro | Apr 2024 - Jan 2026 Full responsibility for Marketing and Sales strategy. Business transformation leadership across digital, commercial and supply-chain processes. Alignment of growth strategy across brand, performance, and commercial teams. Revenue and margin optimization initiatives. Sales & Business Transformation Director Onlifarma - Health & Beauty, Aveiro | May 2021 - Apr 2024 Led business transformation roadmap. Sales acceleration strategy and performance optimization. Introduced 300+ new brands to the portfolio over 5 years. Delivered ROAS >18 and revenue CAGR >50% across digital and commercial channels. Led teams of 10+ across marketing, digital and commercial functions.

Education

Degree of Business ManagementISCTE
2004 - 2009
Masters of Marketing ManagementISCTE
2009 - 2010

Skills

Core skills0
Interests0
Languages4

Languages

English
French
Portuguese
Spanish